BTS member Jin’s new work with Italian brand Gucci has been a hot topic on social media. The luxury brand announced the K-pop idol as its latest global ambassador in a joint Instagram post on Thursday. The online update features multiple vibrant portraits of Jin looking dashing in the brand’s Spring/Summer 2025 menswear collection.
Following the official announcement, Gucci’s website in Japan temporarily crashed due to excessive traffic. A similar phenomenon occurred at Paris-based luxury jewelry company Fred, where an unprecedented number of visitors flooded the website within hours of announcing that Jin would become a brand ambassador.
The sudden increase in traffic is believed to be due to Jin’s enormous influence. Both luxury brands posted notices of emergency maintenance work on social media within hours of the announcement. ARMYs online have dubbed the phenomenon the “Seokjin Impact.”
— BTS ⁷ 👑 Dedicated ( ia cus study ) (@Palakot7army) August 8, 2024
The impact of global superstar silver vocalist wwh Jin 😌🔥❤️
Kim Seokjin
Gucci Boyzin
Gin Gucci Global Ambassador#jinxgucci #batasonaninja #gin #BTS #Seokjin
— Sangeeta Limbu (@Jinkook_Sheng) August 8, 2024
That’s Wang Shizhen🔥
Gucci Boyzin
Gin Gucci Global Ambassador#jinxgucci
— Superstar Jin⁷ (@missingjin24x7) August 8, 2024
When Fred announced Sinn as their first global ambassador, their website crashed within minutes, and now after Gucci officially announced Sinn as their global ambassador, their website has also crashed and stopped working😭😭#jinxfredjewelry#jinxgucci pic.twitter.com/cpVut7Ovh0
— Vocal King (@VocalKingKim) August 8, 2024
Google Topics | Luxury brand “Gucci”
Sinn is currently the #1 breakout in the “Gucci” category worldwide (over 5000% increase in interest). 🔥 pic.twitter.com/4UJxhBJGMp
— JINSPACE⁊📂 (@JINSPACE) August 8, 2024
Previously, Gucci’s creative director, Sabato de Sarno, welcomed Jin to the label, saying, “We are so excited to have Jin on board as our global brand ambassador. His warm and kind personality is truly magnetic and his style is truly unique. He is a generous and extraordinary artist who can move people with his music. We are even more honoured to share this journey with him.”
In his new role, Sinn will represent the line in Italy and collaborate with them on various events and initiatives.
BTS’s oldest member, Jin, 31, completed his 18-month military service in June. He is the first member of the band to partner with Gucci.
Related article | BTS member Suga apologizes for “illegal act” of drunk driving during military service
